i'm from louisiana, and i've been drinking coffee and chicory all my life. it seems to give the coffee a reddish tint if you make it really strong, and it's pretty hard to make it anything but strong. this stuff definitely will put hair on your chest, but i guess if you drink enough of it, you learn to love it.
if you're ever in new orleans, you MUST stop by the Cafe Du Monde on decatur street for a cup (preferably after midnight). until then, see if you can find a place that sells Community coffee. this is real new orleans coffee and chicory. there's also CDM, which i've never had, and therefore can't vouch for.
make it really strong, and don't be afraid to put some cream in it. i find that cream actually brings out a sweetness in the coffee that i've never tasted in any other coffee. it's delicious.